Stemma Radar: Ironman 70.3 Rio, Fila, Comrades, and the Sneaker Market

In the amateur field, musician Tico Santa Cruz, frontman for Detonautas, will make his debut at the distance, aiming to finish between 5h30 and 6h. His training routine adapted to his shows, with swimming and running wherever he was, and cycling on a trainer.

Fila on the Rise: Brazil Leads the Brand's Global Running Segment

Fila, an Italian-originated brand owned by a South Korean group with Brazilian operations via the AS group, recorded an impressive 12% growth in Brazil in 2025, surpassing its annual pace. The Brazilian operation has become the global leader in the running segment for Fila.

Brazil is now a benchmark for the brand, with local product development such as the Kai Foam cushioning platform (already featured in the Speed Rocker) and models like Carbon Race and Speed Zone, which have been adopted in other Latin American and Asian markets. Fila is preparing a general public launch on August 19 in São Paulo and a 2027 project focused on elite running and triathlon, with the technical endorsement of Ironman.

The brand is also eyeing portfolio expansion into the trail run niche. Despite being a smaller market than road running, the segment has shown double-digit growth in Brazil, demonstrating the potential for investment in high-performance equipment, as highlighted by editor Cadu Guieiro.

The Evolution of Race Sponsorships: Brands as Event Organizers

An article from Máquina do Esporte highlighted the trend of sports brands moving beyond just being jersey suppliers to becoming sponsors or even owners of major races. Nike (SP City Marathon), Adidas (Maratona do Rio), Puma, Mizuno, Hoka, and Brooks are examples of this expanded presence. Additionally, brands like Live!, Track & Field, Asics, Olympikus, New Balance, and Fila already have their own circuits or races.

The goal is to accompany runners from training to post-race, test products, create experiences, and maintain an active community. The central question raised is: who defines what truly matters in a race – the runner, the organizer, or the sponsor?

For editor Cris Guzman, the runner is always the protagonist. She argues that instead of creating more races, brands need to enhance activation within existing ones, making them more memorable. Cadu Guieiro adds that proprietary races allow for greater investment and exclusivity in activation (like Asics' Golden Run), but the challenge lies in innovating and surprising runners with experiences they didn't even know they wanted.

Brazil's Running Shoe Map: Favorite Brands

A recent survey by Tênis Certo, involving over 15,000 runners from all states, mapped favorite running shoe brands in Brazil, revealing a highly concentrated podium. Adidas leads in 23 of the 27 federal units. Asics is preferred in Ceará, Rio de Janeiro, Rondônia, and São Paulo. Olympikus appears among the top three most sought-after in 25 states, reaching second place in Rio Grande do Sul and surpassing Asics there.

Regional exceptions include Fila in third place in Piauí and Mizuno in Roraima. The survey suggests that the ranking measures not only product quality but also brand presence, price, distribution, and the strength built within running communities. The discussion on the show addressed Nike's market positioning and the prominence of brands like Brooks in the United States, which is the best-seller in specialized stores.

Comrades Marathon Under Threat: Political Stalemate Endangers 100th Edition

The Comrades Marathon, the world's largest ultramarathon, faces a stalemate that could impact its centennial edition. The Comrades Marathon Association (CMA) decided to operate independently after disagreeing with the fees and management model of the KwaZulu-Natal and South African athletics federations.

The race was removed from the official calendar by the entities, but the CMA asserts it has the structure and authorizations to hold the event, and remains open to negotiations. For runners, the race is still on, and the advice is to maintain an active federation license. The eagerly awaited 100th edition will take place on June 13, 2027, on an 87 km downhill course between Pietermaritzburg and Durban. Registrations are expected to open in November.

Rio International Half Marathon: World Championship Qualifying Stage

The Rio International Half Marathon gains extra significance in 2026. On August 16, the race will serve as the national stage of the Brazilian Road Running Championship, determining the Brazilian team that will compete in the World Road Running Championships in Copenhagen, Denmark, on September 19 and 20 of the same year. In addition to national titles, the top athletes from the regional stages will vie for spots in the mile, 5K, and half marathon events.

Débora Simas Aims for Treadmill World Record for Noble Cause

Ultramarathoner Débora Simas from Santa Catarina is attempting to break the world record for the greatest distance run on a treadmill in 7 days, live from Shopping Florianópolis. To surpass New Zealander Emma Timis's mark (846 km and 160 m), Débora needs to maintain an average of over 120 km/day, with only about 4 accumulated hours daily for rest and meals consumed on the go.

In 2019, Débora had already set the South American record with 800.610 meters in 7 days. This year's initiative also has a charitable aspect: each kilometer covered is converted into food for NGOs Eco Pet and Castra Ação. The challenge is broadcast live 24 hours a day.

The North Face Sponsors La Mission Brasil and Launches New Trail Shoe

The North Face debuts as the official sponsor of La Mission Brasil, one of the country's leading trail running events. The 11th edition of the mountain race takes place from August 12 to 16 in Passa Quatro, Minas Gerais, with approximately 6,000 athletes and distances ranging from 7 to 110 km through the Serra Fina.

The brand will be present in race kits, at the finish line, and with athletes on different courses, taking advantage of the event to launch the Alta Mesa 500 V2, its new trail and long-distance shoe. The footwear features nitrogen-infused foam and 4mm lugs for varied terrain.

Nike Enters the Hybrid Game with Line for Training and Competition

Nike introduced its Hybrid line, specifically designed for Hyrox and other workouts that blend running and strength exercises. The aim is to combine the lightness of a running shoe with the stability needed for squats, sled pushes, or demanding movements, without compromising speed and traction.

The Hybrid RN for training will launch in China on September 24 and globally on October 8. The Hybrid Fly competition shoe, which will feature Zoom X, a carbon plate, and Air Zoom, is slated for release only in April 2027. Nike's initiative follows a market trend already explored by brands like Adidas and On.

ASICS Launches Nova Blast 6 GTX: Shoes for Running in Rain and Snow

ASICS unveiled the Nova Blast 6 GTX, a waterproof version of its popular daily running shoe. Designed to tackle adverse weather conditions like rain, puddles, and snow, the model incorporates a Gore-Tex membrane, a deeper outsole pattern, and increased rubber for enhanced grip on wet surfaces.

Internally, the shoe retains its familiar cushioning technologies, such as FF Blast Max foam and an FF Turbo Squared pod in the forefoot, ensuring comfort and performance even in damp environments.

BMW Berlin Marathon Gets Special Edition Adidas Adizero Boston 13

The BMW Berlin Marathon will feature a special edition of the Adidas Adizero Boston 13 shoe. The commemorative model comes in two colorways, “Solar Turbo” and “Frozen Lemon,” and will feature the marathon's branding on the heel, as well as custom insoles.

Despite the exclusive design, the shoe's internal technology remains the same as the standard Boston 13, making it a model geared for tempo runs and long efforts, maintaining the performance already recognized by runners.

Spotify Running Mode: Personalized Pace for Running (Still No Brazil Release Date)

Spotify launched Running Mode, an innovative feature that allows users to choose from 25 pre-defined workouts and customize them based on type, duration, BPM (beats per minute), and musical preference. It's possible to create interval workouts with music automatically changing pace or build personalized playlists.

For now, the feature is only available to Premium subscribers on iOS in select countries like the United States, Canada, United Kingdom, Ireland, Australia, New Zealand, and Sweden, with no forecast for arrival in Brazil. The discussion about BPMs on the show highlighted the importance of proper cadence to optimize running.

Thiaguinho and the “Corrida Tardezinha”: Pagode and Running in Harmony

Inspired by Bell Marques, who has already proven the union between running and live shows, singer Thiaguinho expressed interest in bringing pagode to the running world. He was seen training on a treadmill and floated the idea of a “corrida tardezinha” (sunset run), combining the sport with his famous event, known for long hours of pagode performances. The initiative seeks to merge a passion for music with the joy of running.

Giro d'Italia Ride like a Pro Brazil in São Paulo: Cycling on Public Roads

São Paulo will host the Giro d'Italia Ride like a Pro, Brasil for the first time on August 23. The event will offer a 65 km course with 700 meters of elevation gain, starting at 6 AM at the Memorial da América Latina. A major attraction is the opportunity to cycle on car-free public roads, a rarity for urban cyclists.

The race offers 3,000 spots, including for the e-bike category, with registrations starting from R$460.00 (plus fee). To participate, a medical certificate issued within the last 6 months will be required. The Memorial da América Latina will also host the TS Summit on September 1 and 2.

Survival Run Zombie Edition: Obstacle Race with Zombies in Mairiporã

On September 26, Mairiporã will host the debut of the Survival Run Zombie Edition, a 4 km night experience with obstacles and zombies. The race is a survival game where participants receive “lives” (ribbons) that costumed actors will try to snatch. In addition to running, participants will need to dodge, think quickly, and negotiate.

The race kit includes a t-shirt, cap, backpack, medal, and survivor ID. Participation is allowed from age 12, and upon kit collection, each registrant must donate 1 kg of non-perishable food or pet food. The event is organized by MLW Marketing, and registrations are handled by Ticket Sports.

TS Summit 2026: Innovation and Technology in Sports Events

The TS Summit 2026, promoted by Ticket Sports, will take place on September 1 and 2 at the Memorial da América Latina. The event will bring together the sports event market to discuss innovation, technology, and the sports economy under the concept “Feel, Change, Transform.”

The program will feature names like Lars Grael, Natasha Machado (from World Athletics), Fabiana Bentes (Soul do Esporte), Paula Aguiar (IA), and Clovis de Barros Filho. Stemma Radar will also be on stage at 2 PM on September 2 to present the news and the good weekly roundup.

Marathoner's Day: A Tribute to Abebe Bikila

On August 7, we celebrate Marathoner's Day. The date was chosen in honor of the birth of Abebe Bikila, the Ethiopian who made history by winning two consecutive Olympic marathons. He became world-famous for his barefoot victory in Rome in 1960 and for repeating the feat in Tokyo in 1964, wearing shoes.